MMP (Mobile Measurement Partner)

A mobile measurement partner (MMP) is an independent platform that attributes app installs and in-app events to the ads and channels that drove them. Well-known MMPs include AppsFlyer, Adjust, Singular, Kochava, Tenjin and Branch.

The MMP acts as the neutral source of truth between advertisers and media partners. It deduplicates installs claimed by several channels, applies attribution rules, provides fraud detection tools and sends postbacks to partners such as DSPs so they can optimize. Integrating your MMP correctly — including mapping the in-app events that represent value — is the first step in launching any performance campaign.

Choosing an MMP is mostly a product and data decision rather than a media one, but every media partner you work with should support it fully, including event postbacks and fraud rejection reporting. Confirm this before a campaign launches rather than after.